Apple Film Intention by @radical.media, TBWA\Media Arts Lab Los Angeles

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Intention

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Industry Electronic Devices & Home Appliances
Media Film
Market United States
Agency @radical.media
Art Director Danny Duran
Agency TBWA\Media Arts Lab Los Angeles
Executive Creative Director Eric Grunbaum
Service Agency Company 3
Released June 2013

Awards

Cannes Lions, 2014
DESIGN LIONS Communication Design: Broadcast and Animated Communication - Other video content GOLD
FILM LIONS INTERNET FILM BRONZE

Credits & Description

Media: TV
Category: Electronics & Technology
Agency: TBWA
Brand: Apple
Geo: Americas, United States
Advertising Agency: TBWA\Media Arts Lab, USA
Chief Creative Officer: Duncan Milner
Executive Creative Director: Eric Grunbaum
Group Creative Directors: Chris Ribeiro, Drew Stalker
Associate Creative Director / Copywriter: Brooks Jackson
Art Director: Danny Duran
Copywriters: Zane Miller, Rob Goldenberg
Executive Producer: Mike Refuerzo
Agency Producers: Mallory Gordon, Ben Bragg, Stephanie Gocke, Tessa Kocourek
Production / Animation Co: Buck
Brief Explanation:
The media began to question Apple's ability to innovate, while competitors offered increasing numbers of products. There was growing indifference from Apple enthusiasts about the company that had inspired the world to 'think different.' Our aim was to remind the world of the Apple difference, to redefine the narrative, and to energize our fans so they could express why they loved Apple again.